Market research indicated the popular Butterball Turkey Talk Line should boost its outreach to millennials. So, for the first time since its 1981 launch, the hotline is offering a texting option for those who need immediate help.

(Pro tip: Try not to leave your smartphone inside the bird.)

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In a phone interview with Health Care Communication News, Janice Stahl, a supervisor at Butterball’s Turkey Talk Line in Naperville, Illinois, said texting services launched on Friday and are available through Nov. 24.

“We’re the first in the industry to use text messaging for holiday prep assistance. Our research said 33 percent of respondents want to text questions, many from the grocery store. People—especially millennials who are less experienced cooks—want immediate answers. It’s a fun way to reach out and a nice addition to the Facebook, Twitter and live chats we offer.”

Who exactly is on the receiving end of the inquiries? Stahl says there are 50 “turkey experts” who have worked as dieticians, chefs and home economics teachers. “We are foodies at heart,” she says. Advice and reminders about food safety, hand washing and handling raw poultry are paramount, Stahl says.

The last few years have brought a shift in the topics and concerns of those shopping and preparing holiday dinners. Stahl says folks have diverse issues, which include:

Vegan and gluten-free prep

Healthful portion sizes

Suggestions for leftovers

Healthy options for football snacks

Cooking time

A post on AdWeek features an interview with Sue Smith, co-director of the Turkey Talk Line. Food aside, marketing is at the core of the service:

“Thanksgiving is a huge holiday,” she said. “We’re there to take the stress off of it.”

Though Smith is being modest in putting it this way, the fact is that Butterball’s help line is also shrewd marketing, positioning the brand as the turkey experts in the minds of many home cooks, even those who may have bought a Purdue or Bell & Evans turkey.

The post said staffing had changed as well:

According to a Butterball publicist, one thing the company hasn’t considered is a turkey chatbot, despite its steady adoption of digital platforms in recent years.

“The equity in the Talk Line is that you get to speak to a real person who can help reduce stress and walk you through your questions,” the spokesperson said. Texting, which still involves a real person, is one thing, but home cooks apparently don’t want turkey advice dispensed by a robot.

Smith’s phone crew—who all graduate from something called Butterball University—has evolved in other ways, too. In 2013, the staff added men after the company realized that “more men are cooking, and more men are calling,” Smith said.